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SoLoMo futur enjeu du Web

Guest reviews importance in the hotels' fame

A recent study made by "Forrester Research" and "TripAdvisor" gives the Professionals of the hospitality sector essential tips on their guest feedbacks managament in order to maintain their guestrelations quality. 

Thus, the study demonstrated that if the quality of the comments posted on the social networks and blog is important in their buying decisions, the customers are also sensitive to other criterias being the offer of a guest review system by the hotels. Indeed, 71 percent of travelers pretend that they want hotels to offer this system, 68 percent are going deeper when they claim that they would hesitate to book an hotel that is not equipped with such a tool...

The study does also demonstrate that close to 50 percent of consumers won't book an hotel that don't have online reviews! "Phocuwrights" even reports that a consumer who read online hotel reviews is 59 percent more likely to book than someone else. 

As we explained previously, the attention the hoteliers give to these guest comments is essential for their success. Indeed, Tnooz agency reports that the hotels that are engaging with guests are seing a 6 percent increase in review score, what is excellent for their visibility! Responding to reviews give the potential customers the proof that we care. Moreover, even if the reviews are negative, the only fact to answer it makes 79 percent of the travelers more confident and reassured according to Forrester. 

With that, the conclusion is that the tourism websites (and especifically Tripadvisor) shouldn' be neglected. This tool is becoming essential in the maintain of the fame of an establishment, a company. Having negative review is not an end in itself, however, a permanent watch (surveillance) has to be done. 

Summary of the web article "Absence of Guest Reviews Could Land Your Hotel on the Naughty List". 

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Hotel project in Alexandria for HILTON hotel group

Coming of Hilton new baby in Alexandria!

With ten brands, more than 3800 hotel and 630 000 room reparted in 93 countries, Hilton is one of the largest hospitality company in the world, with an excellent development potential.

HILTON hotel group aims to develop by building an up market hotel in the beautiful city of Alexandria in Egypt. Scheduled for 2013, this Resort which name will be the Hilton Alexandria Corniche hotel should be doted of 158 up market rooms.

Hilton already possesses a hotel in the same country of Alexandria, but the market is expanding and this new product should respond to the expectations of a demanding clientele (Hilton hotel group already owns more than 15 hotels in Egypt).

Adapted to both the leisure and business markets, the Hilton Alexandria Corniche hotel will feature large functions room and a business center for the business clientele. The clients will be able to enjoy three restaurants, two bars, as well as leisure facilities including a health club and spa, a pool, and a beautiful private sandy beach.

DIGITAL IQ

The Digital IQ can be defined as the relationship the companies have with technology in its communication dimension. The good exploitation of one's digital IQ is the opportunity for a company to maximize the quality of its communication, the relationship, the interactivity it will have with the customers. Having an efficient Digital  is not only related to incresing the IQ budget or adopting the new trendy digital tools, but it is before all a strategy what aim would be to integrate technology into the way a company plans, innovate, interacts with the customers, analyze and quantify the results... the main aim being of creating value!

The Digital IQ integrates 4 elements being :

The mobile

The mobile represents 20% of the digital IQ activity

It is related to the compatibility, optimization, and marketing on

smartphones, tablets, and other mobile devices

Some examples: 

• iOS Applications (iPhone & iPad):

Availability, Popularity, Functionality,

iPad Differentiation

• Android & Blackberry:

Availability, Popularity, Functionality

• Mobile Innovation:

SMS, Geo-local, Instagram,

Other Mobile Marketing Innovation

The site

The site represents 30% of the digital IQ activity

It is related to the efficiency of every brand site 

Some examples: 

Site Technology

• Site Search & Navigation

• Reservations

• Property Pages and Destination Guides

• Customer Service

• Rewards/Loyalty Programs

• Social Media Integration

The Social Media

The social media represents 20% of the digital IQ activity

Its efficiency ca be calculated according to specific evaluation criterias such as the brand presence, the community size, the content, or the engagement on major social media platforms on global and select property accounts

Some examples: 

• Facebook:

"Likes", Growth, Post Frequency, Applications,

Responsiveness, Content, Interaction Rate,

F-Commerce

• Twitter:

Followers, Growth, Tweet Frequency, Online Voice

• YouTube:

Views, Number of Uploads, Subscriber Growth,

Content, Interactivity

The Digital Marketing

The Digital marketing represents 30% of the digital IQ activity 

Every efforts related to search, display, and email marketing efforts

Some examples: 

• Search:

Traffic, SEM, SEO, Web Authority

• Display Advertising & Innovation:

Text & Banner Ads, Retargeting, Cross-platform

Innovation Initiatives, Presence on Emerging

Platforms: Pinterest, Tumblr, Google+

• Blog & Other User-Generated Content:

Mentions, Sentiment, TripAdvisor Reviews

• Email:

Frequency, Content, Social Media Integration,

Mobile Optimization

HOTEL BOOKING OPPORTUNITIES Slideshare

RENHOTEL Slideshare

New brand based organization for ACCOR group

Accor Introduces New Brand based Organizational Structure for Europe

From the 1st of January 2013, the famous french hotel group aims to renew the general organization of 8 of its sub brand!

Indeed, Pullman, MGallery, Mercure, Novotel, Suite novotel, Ibis, Ibis style, and Ibis budget should very soon benefit from the reorganization that will concern 15 countries in Central and Western Europe (almost half of the group global network).

The reorganization will very soon function in the following way: From the 1st of January 2013, a Chief Operating Officer Europe will be at the head of each brand or group of brands. This Officer will be supported by a supported team doted of expertise skills in the following areas: marketing, human resources, technical standards and management control.

This new organization aims to improve the quality of the segmentation inside the french hotel group. The brand should then gain in both coherence and strenght.

GOGOBOT slideshare